Email marketing is the biggest necessity in digital marketing. It’s essential in today’s marketing demand where establishing an online presence is required to be considered relevant. However, while we tirelessly create the best emails and strategies to manage our email marketing, there will come a time where subscribers that were formerly engaged with your emails will eventually opt out, and you’re left with the question, “Why?” What happened to your ever so glorious email marketing campaign?
Singapore is a global center for business and economic development. Each company in the country offers a strong marketing strategy that aims to rise above its competitors in their respective niche. If your email marketing is slumping, you need to find a way to break through and re-establish its relevance. Fortunately, you can do just that.
Understanding Email Marketing Declines
It isn’t uncommon to see KPIs like click rates, open rates, and conversion rates going through a decline as time progresses. To overcome this issue, you should not focus on trying to improve your email content. Instead, you should understand and take advantage of the data you have. With that in mind, you can optimise and boost the target for every email that you send in Singapore and in every part of the world that covers your niche.
Your database Is An Oil Field
The main reason why email is a profitable marketing strategy is because of its close to 0% acquisition cost. An email database can be costly due to all the money you spend on your emails and even offline marketing just to get people to your website.
Sending out email campaigns will become a profitable and inexpensive investment once you follow this simple strategy. Are you aware of your SLV (Subscriber Lifetime Value)? It’s the number of repeats of first-time purchases that you expect each of your subscribers will make.
You don’t have to acquire email marketing services just to right the ship. All you need is to make adjustments. For instance, if a local Singaporean beauty shop’s SLV is at SG$ 40, and have up to 100,000 subscribers, that means they have an asset that’s worth over $4,000,000.
Understand the Email Lifecycle
Achieving success in email marketing campaign requires a full understanding of the email lifecycle. New email subscribers will tend to open, click and even purchase from your emails at a much higher rate compared to users that have been subscribed for a long time. Your subscribers will gain interest in signing for a newsletter subscription that they may find interesting or relevant to them. However, after the promotions and email follow-ups just keep coming and rolling in, they will eventually start to get annoyed or bored with your constant emails. Eventually, they will tune out, ignore your offerings, and even potentially unsubscribe to your email list.
This stage is called the “famine” stage, which is completely inevitable once your email database starts to age. A large portion of your user database can “fatigued” users, or people that are no longer interested or engaged with your emails.
To fully optimise your email marketing campaign, your goal should aim towards reducing the fatigue so that the smallest portion ends up in the famine stage.
Take Advantage Of Your Data
Understand the patterns of your customer’s actions and behaviours. It’s important that you keep in mind of which of your customers are interested in receiving an email from you. Deliver emails only to customers who wants to have them at a particular moment. This minimizes fatigue and maximises conversions and overall positive results. There’s a plethora of information that can be found in your previous email marketing data for each of your customers. This includes the following:
- The number of emails sent, opened, and clicked
- The length of time since a customer subscribed (Email tenure).
- Transactional data (i.e. previous purchases)
Collecting important customer database is crucial to determining your customers’ actions. All you need is to make good use of it and put it to your advantage.
Refine The Data You Gathered To Be Optimised For Targeting
Before you get to use your data, it needs to be completely understood first. An effective method is to incorporate a “tendency to engage” structure to your users and data to provide a basis for predictive analytics. With this information at hand, you can make predictions and send your emails to people who genuinely want to see them.
To get the best outcomes, you should only send your emails to those users who are engaged and have engaged in their propensities to engage after a considerable time of not sending emails to them. That being said, this new strategy of measuring the possibilities of your email marketing isn’t yet understood by most marketers in the country, at least not yet.
Your Results Will Speak For Itself
The hard part will come when you’re going to sort out who these people are. Often, it will take so much effort and time to execute correctly. Cost will also be a factor. The results will conclude that your efforts are all worth it at the end. By optimising your email targeting strategy, you will achieve the following benefits:
- Increase in revenue, as well as click-through and open rates
- A Reduction in sent emails, thus, lowering costs
- Increase in Return On Investment
Leveraging your data analytics will drastically improve your email marketing from declining to progressive. Your emails will achieve better results, and in turn, your brand will skyrocket to new heights throughout Singapore.
Make Use Of An Email Marketing Software
If you want to make tracking and monitoring your email database that much easier, utilise CRM System. The Infusionsoft CRM Singapore software is one of the most popular platforms here in Singapore. It offers various features like marketing automation, email marketing, email blasting, and several other services. THrough Infusionsoft, you can create a system surrounding your email marketing campaign that will serve as the source that will help revive your email marketing campaign.